What is HTTPS and how does it impact ad serving?

What is HTTPS and How Does It Impact Ad Serving?

What is HTTP/HTTPS?

Hyper Text Transfer Protocol (HTTP) - a protocol which allows information to be transmitted on the Web. 
Hyper Text Transfer Protocol Secure (HTTPS) - an encrypted version of HTTP, using SSL and TLS to encrypt client-server communication.

Click here to learn more.

What are the benefit of migrating to HTTPS?

Website Authentication - ensures your users are real users and that your users are interacting with your site as oppose to a fake version of the site
Data Integrity - ensure information transmitted between the site's server and the user's browser cannot be changed during transfer
Data Encryption - ensure information transmitted between sites and users is private and secured


Infographic by Bluecorona

How HTTPS impacts ad serving?

Fill Rate - Advertisers and buyers, premium ones in particular,  avoid spending on unsecured websites as they are more prone to having high number of invalid traffic which impacts both fill rate and overall value of  your website's ad inventory
Malicious Ads - HTTPS helps prevent malware from hijacking your ads resulting in spam/malicious ads serving instead of the ad from the ad server

How to update your website to HTTPS?

There is no one size fit all approach to this as there are various ways to move your website from HTTP to HTTPS which depends mainly on the CMS that you use and the way your website was set up. 
Please click the following link for a migration checklist.



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